When Heidi Dangelmaier created her all-girl branding firm, 3iying, she couldn't have imagined the controversy that would ensue. An entertaining look at how this trendy young consultancy is working to reshape the way that brands target millennial girls, and why they think agencies have been getting it wrong.
Heidi Dangelmaier is a proven and patented innovator in everything from game technologies to cell phones to tampons. After being the only female robotics student in Princeton’s doctorate program, she left robotics to pioneer girl-focused media and marketing. Dangelmaier led Sega’s first initiatives to make video games for girls, and her entrepreneurial drive has centered on making more profitable products and more effective advertising for the female audience. Three years ago, after recognizing how elusive the females of the new millennium were to the marketing industry, Dangelmaier launched 3iying, an all-girl innovation think tank. She and her girl team work with major brands giving them the insights, creative concepts and strategies they need to succeed with the future generations of females. She has contributed to four books, published 24 articles and been the subject of more than 30 press pieces and news shows on Bravo and CNN. She has been an industry-appointed design judge for the Industrial Design Association, Computer Game Developers, Graphis, AIGA, Siggraph, Advertising Association and the Webbys. She was Samsung’s poster girl for new products and innovation in a 2000 ad campaign, and she even has a patent with a telecom giant.
